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Google readies for faster mobile

News, 27 November 2015

SAN FRANCISCO: Thousands of publishers have expressed interest in Google's Accelerated Mobile Pages (AMP) Project, which the company has announced will go live early next year.

Aimed at overcoming the problem of slow-loading mobile web pages that frustrate users and eat up mobile data, the AMP Project is designed to work with publishers and advertisers to improve performance.

Google said in an update that an extensive range of publishers have committed their support to the AMP Project since it was launched in early October and they are being joined by advertising partners, analytics firms and developers.

Big media groups like the BBC, New York Times, News Corp and Washington Post have already expressed interest, but they have been joined by International Business Times/Newsweek, AOL, CBS Interactive and several other US and international firms.

In addition, Google said Outbrain, AOL, Open X, DoubleClick and AdSense are now working with the project to improve the mobile advertising experience.

More than 4,500 developers are following the AMP Project's ongoing engineering discussions, the company added, while Nielsen, ClickTale and Google Analytics are among the data firms that have joined comScore, Adobe Analytics and others to improve its measurement capabilities.

Similar to what Facebook is considering for its Instant Articles program, the AMP Project will help publishers to promote engaging rich media content and to enhance advertising revenues.

By speeding up loading times for mobile content and improving the overall experience for users, it is hoped that the growing phenomenon of ad blocking can be alleviated.

"As an open-source initiative, the AMP Project is open to ad partners across the industry who adopt the spec, and we're seeing incredible momentum within the ecosystem," Google said, as it promised to share more detail in the weeks ahead.

Data sourced from Google; additional content by Warc staff